CAMPAIGN
CALLING TIME on knife crime
A long-term campaign to stop knife crime and offer young people hope for the future has been launched by Arsenal football club and adidas
who can inspire and support.” But keeping young people safe is just
one part of the campaign, according to Freddie: “No More Red also provides educational opportunities that help individuals make better, informed choices about their future. It also sends a wider message that by pursuing your talent and focusing on aspirations and positive influences, there are alternatives.” Chris Walsh, VP Brand Northern Europe
Tackling and reducing violent crime is a priority for police forces across England and Wales. Every senseless act of violence leaves a trail of devastation in its wake. In London alone, there were more than 10,000 knife crime offences between June 2020 and June 2021. Last year saw the highest number of teenage murders in London since records began, most of which involved knives.
No More Red is a new initiative launched by Arsenal football club and adidas. It is part of long-standing work carried out by Arsenal in the Community to keep young people safe from knife crime and violence. The two organisations will work
collaboratively to invest in safe spaces and provide more opportunities to support and inspire young people. The campaign
address the root causes of knife crime and youth violence. These organisations are:
• Arsenal in the Community • The Stephen Lawrence Day Foundation • Steel Warriors • Don’t Stab Your Future (DSYF) • Box Up Crime • Copenhagen Youth Project • St Giles Trust • Abianda • Octopus Community Network • The Ben Kinsella Trust
“We know young people face multiple challenges as they grow up in today’s world and some need protecting from
saw the striking and iconic red football kit usually worn by Arsenal players turned to an entirely white kit for an FA Cup fixture in January. The kit will never be commercially available and will only be awarded to people who are making a positive difference in the community. The shirts worn during the game have been gifted to deserving organisations doing important work to
“There is no simple solution to the issue of knife crime, but we believe that sport can help young people in London to reach their potential”
the pressure of negative influences,” said Freddie Hudson, head of Arsenal in the Community. “No More Red’s investment in football pitches provides us with quality, safe spaces in the heart of our communities. These spaces enable our participants to engage and build relationships with relatable role models
37 | POLICE | FEBRUARY 2022
at adidas said: “There is no simple solution to the issue of knife crime, but through support for the great work done by Arsenal in the Community to address some of the root causes of violent youth crime, we believe that sport can help young people in London to create new possibilities and reach their potential.” Chris said that Arsenal and adidas are not viewing the campaign as a short-term initiative, saying the two organisations have made a long-term commitment. “By spotlighting people in the community, providing mentorship for talented individuals, investing in physical spaces, and bringing inspirational talent from the creative industries into Arsenal in the Community programmes, we hope to provide more safe spaces, education and opportunity for young people,” he said. We welcome this new, important initiative by Arsenal and will continue to do all we can to support those making demonstrable change in such important areas.
For more on the initiative, please visit: No More Red |
Arsenal.com
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40
